Nike Addiction Goodstuff

Nike‘s Addiction campaign in Brazil has won a Yellow Pencil for Direction for Film Advertising, and Cinematography For Film Advertising, at the 2012 D&AD Awards. The campaign, aimed to stimulate interest in running among young people, began with a teaser introducing the hashtag #coisadaboa (Goodstuff) and a telephone number. Stickers were put up in the restrooms of the main bars and nightclubs in São Paulo and Rio de Janeiro, and newspaper block ads “announced” the arrival of the new “good stuff”.

The Addiction film, promoting running as a healthy addiction, aired online, on TV and in cinemas in Brazilian cities. Click on the image below to play the Addiction video in YouTube

The #coisadaboa Phone app, and a geolocation action on Foursquare, announced where Nike was offering free training for those who wish to take up running. Inserts in youth magazines, done in street wheatpaste poster format, were supplemented by posters in bars and nightclubs. The campaign was gathered together on nikecorre.com and Facebook.

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